1. Diffusions of Innovations by Everett M. Rogers Chapter 8 Summary Opinion Leadership, Communication Networks and Critical Mass

3. Opinion Leadership Table 8-1. Advantages and Limitations of Four Methods of Measuring Opinion Leadership and Diffusion Networks -Obtrusive -High validity None Identify and record communication network links as they occur. Observation -dependent upon the accuracy with which respondents can identify and report their self images -measures the individual’s perceptions of her/his opinion leadership Are you a leader in this system? Ask each respondent a series of questions to determine the degree to which he/she perceives himself/herself to be an opinion leader. Self-designating method -informants must be familiar with the system -cost saving method -time-saving method Who are leaders in this system? Ask subjectively selected key informants in a system to designate opinion leaders Informants’ ratings -complex -requires a large number of respondents -easy to administer -adaptable to different types of settings and issues -highest validly Who is your leader? Ask system members to whom they go for advice and information about an idea Sociometric method Limitations Advantages Questions Description Measurement